Mostert, P.G. (Pierre)Steyn, DerikBautista Jr, Reynaldo2018-05-172018Pierre Mostert, Derik Steyn & Reynaldo Bautista Jr (2018) Relationship Intention and Length of Customer–Firm Associations in Two Emerging Markets, Services Marketing Quarterly, 39:3, 175-192, DOI: 10.1080/15332969.2018.1456830.1533-2969 (print)1533-2977 (online)10.1080/15332969.2018.1456830http://hdl.handle.net/2263/64951Despite the benefits of following a relationship marketing approach, firms should use caution when targeting customers with relationship marketing strategies as not all customers want to enter into long-term relationships. Targeting customers based on the length of customer-firm association could also be flawed as the success of doing so is disputed. This study explored relationship intention under cell phone customers in two emerging markets, namely the Philippines and South Africa. Findings show that relationship marketing strategies should only be focused on customers displaying high relationship intentions rather than, erroneously, investing in relationships with customers based on association length.en© 2018 Informa UK Limited, trading as Taylor & Francis Group. This is an electronic version of an article published in Services Marketing Quarterly, vol. 39, no. 3, pp. 175-192, 2018, doi : 10.1080/15332969.2018.1456830. Services Marketing Quarterly is available online at : https://www.tandfonline.com/loi/wsmq20 [18 months embargo]Association lengthEmerging marketsExpectationsFeedbackForgivenessFear of relationship lossInvolvementRelationship marketingRelationship intentionPostprint Article